Umberto's Auto Sales reaches end of the road

Louisville's only auto retailer turns in the keys after 33 years in Downtown

By Doug Pike

Colorado Hometown Weekly

Posted:
10/23/2013 04:02:25 PM MDT

Updated:
10/23/2013 04:27:18 PM MDT

If you lived in Louisville when you got your driver's license, there's a pretty good chance your first car was purchased at Umberto's Auto Sales.

But used car shoppers have been forced to head out of town since the longtime auto retailer closed up shop on Oct. 9. For more than 33 years, Umberto Toscano sold cars at 1100 Pine St.

Italian immigrants, Toscano and his wife came to Colorado in 1970. Speaking no English when he arrived, Toscano started out working in his brother's Louisville restaurant, Luigi's, before eventually taking it over. But coming from an Italian auto racing family, his heart remained in horsepower and hubcaps.

In 1980, Toscano opened Umberto's Auto Sales, which started out exclusively handling wholesale vehicles. Toscano converted the business to retail in 1988.

While Downtown Louisville saw its share of changes during the past three decades, the role of Umberto's was constant.

"Everyone bought their first car there," Louisville Chamber of Commerce director Shelley Angell said. "We've had so many people come in (after hearing it closed) and tell us their stories about the car they bought there. That's where my daughter got her first car. It was a turquoise Mazda. It was a really great little car."

After 33 years on the car lot, Toscano decided to call it a career.

"Umberto always wanted to retire by the time he turned 65," said Robert Toscano, Umberto's son and former vice president at Umberto's Auto Sales. "So it's time."

The business was always a family affair. Robert started out washing and vacuuming cars as a kid, and made a 25-year career at the business. Any number of family members helped out at the business throughout the years.

When Umberto's closed, Robert's career path led him a block south to Mountain High Appliance, where he is now the fleet manager.

Robert said Umberto's always had a close-knit relationship with neighboring businesses and members of the community.

A note on the front door of the former Umberto's Auto Sales in Louisville thanks customers and announces the retirement of Umberto Toscano after more than three decades spent selling cars on Pine Street. (Doug Pike / Colorado Hometown Weekly)

"We had great customers. They'd come in, have a cup of coffee and chat, have a good time," Robert said. "The town was very supportive. We had so many referrals. On average, I'd say we received three to four clients per month from people who had bought. More than one family has bought in excess of eight cars from us."

The business catered to families and particularly the new drivers in town.

With an average vehicle price point of around $1,500 to $5,000, teens and growing families often constituted the car lot's clientele.

"We sold to a lot of cars to high school kids because that's that first-car price range," Robert said. "We've sold to a lot of Centaurus and Monarch students over the years."

For a stretch in the early 2000s, Umberto's bumped its average price range up to around $10,000. Like true Italians, they even sold three Ferrari's off the lot.

But when the economy tanked, they quickly reverted to selling the family vehicles they were known for.

At its peak, Umberto's -- for most of its tenurethe only auto retailer in town -- kept 28 to 32 cars on the lot, turning over 350 to 400 vehicles each year. Now that it's gone, car shoppers are left without options in Louisville.

"A lot of people couldn't believe it when they heard we closed," Robert said. "The said, 'Where am I going to buy my cars?' I would like to thank each and every person who has bought cars from us. We're going to miss those relationships."

And the community will miss its Downtown auto dealer.

"It's not the same without seeing that lot full," Angell said. "There isn't another (auto dealer) within city limits. It was great to have a local place to buy cars that we could trust."

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